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1 WORKING WITH OUR BRAND BRAND IDENTITY GUIDELINES V1.1

2 Note To Reader When you see this mouse symbol artwork can be downloaded online at: When you see this file symbol artwork is available from our marketing department only. Please contact: Bryan Rankin Marketing Manager T: (01) E:

4 Brand Identity Guidelines Introduction What is the brand? The brand is the symbolic embodiment of all the information connected with a product or service. A brand typically includes a name, logo, and other visual elements such as images or symbols. However, it also encompasses the set of expectations associated with a product or service which arise in the minds of consumers. Introduction to the new name and the new brand While we are justly proud of our longevity and our great tradition as the largest accounting body on the island of Ireland, our daily work as an Institute has as its core values innovation, dynamism and a capacity to adapt to change. It is in this context that, in September 2009, the Institute of Chartered Accountants in Ireland changed its title to Chartered Accountants Ireland. This new title places the emphasis on the Chartered Accountancy qualification and recognises that it is the qualification that binds together our members, students, volunteers, support staff and other stakeholders, not an institute that is more resonant of a bygone age. The values of excellence and quality have been identified with the term Chartered Accountant since the foundation of the Institute by Royal Charter in We are committed to retaining these qualities into the future. In changing how we describe ourselves, it was also the right time to re-assess our image, or how we want to be perceived. For this reason we have changed our corporate identity. The shield is back and the four strands represent the members from the north, south, east and west that make up. We will continue to remain the island s foremost professional accountancy body producing professionals trained to serve and guide our business community. The new title and identity encapsulates our determination to serve our members and students to the best of our ability and to build for the future. Building the new brand The strength of the brand rests on a focused and professional approach, central to which is the consistent reinforcement of the brand mark and its correct usage. This works towards portraying a strong corporate identity and greater visibility for. The language of the new brand In describing this organisation, the full title should be used in full wherever practicable. Where there are numerous references to Chartered Accountants Ireland in an article, speech etc, it is permitted to refer to as The Institute. CAI is not an approved abbreviation and is to be avoided. In relation to the district societies, their correct titles are Chartered Accountants Leinster Society, Chartered Accountants Ulster Society etc. Again, where there are numerous references, the first mention should give the title in full. Thereafter, approved abbreviations include The Ulster Society or Chartered Accountants Ulster. 1

5 Brand Mark Brand Mark Components The brand mark comprises of three inseparable components: A The Shield; B Chartered Accountants Ireland logotype (or wording) and C the Tab Box that contains it. The logotype must never be recreated or typeset in an alternative font. The relative sizes and positions of the logotype and the tab box are and must not be altered. C A B A. SHIELD B. LOGOTYPE C. TAB Fig (i) 3d Primary Brand Mark Brand Mark Colour The brand mark is to be reproduced in CMYK (full colour process) where possible (see section 3.1 pg 10). The 3d brand mark should not be altered in any way. There are shadows and highlights in the 3d shield. (Note: this effect cannot be achieved using 1 colour Pantone.) Exception to the Rule The burgundy may be reproduced as Pantone 208 in certain circumstances that require 1 printing plate only. If in doubt as to which version to use, please contact the Communications Department. Please note that only the 2d version of the brand mark can be reproduced in Pantone. This 2d version of the brand mark is described further on page 6. Fig (i) 2d Brand Mark 2

6 Brand Identity Guidelines Brand Mark Brand Mark Positioning Whenever possible lock the brand mark to the bottom right hand side of the application. This is called the Primary Position (see figures i and ii). A4 Where should the logo go? Fig (i) A4 page with Primary Position logo PRIMARY POSITION (on A4) 45mm Instructions for bleed Please extend the Background Tab down by 3mm (figure ii) 20mm Fig (ii) Logo with 3mm bleed ALTERNATIVE POSITION Alternative Positioning In cases where the brand mark cannot be locked to the bottom edge (eg. internally printed items where the print margins might result in cropping off the bottom of the brand mark), an alternative exception position may be used which allows the brand mark to appear in full. The exception position may only be used where the brand mark cannot be locked to the bottom edge. For guidance on the consistent sizing and positioning across a range of page formats, see page 4. Fig (iii) Standard Logo with no bleed 3

7 Brand Mark Brand Mark Size Guide The measurement of the s brand mark is always specified across its full horizontal width. Fig (i) Recommended Logo Size 45mm (A4 Size Applications) Fig (ii) Minimum 3d Logo Size 30mm make the logo bigger? Fig (iii) Minimum 2d PMS Logo Size 25mm Fig (iv) Minimum 2d Black Logo Size 25mm Brand Mark Clear Space Where the brand mark is not positioned at the page edge, it is always surrounded by a minimum clear space area which must remain free from other elements (type and graphics). The minimum clear space area is equal to half of the height of the tab box in the brand mark. The clear space area is proportional at all sizes of brand mark. X X X X No need for clear space below if the brand identity is set to bleed 4

8 Brand Identity Guidelines Brand Mark Brand Mark Things to Avoid The integrity of the brand mark must be respected at all times. This helps build and protect the image of our organisation. The importance of consistency cannot be overemphasised. Any modification of the brand mark confuses its meaning and diminishes its impact. Always use the correct brand mark fonts and colours at all times. Do not T T reverse or invert the colours of the brand mark T modify or recreate the brand mark T rearrange elements of the brand mark T change fonts in the brand mark T distort the shape or size of the brand mark T change the colour of the brand mark please handle with care Exception to the Rule The logo may appear on a corporate burgundy colour background. 5

12 Brand Identity Guidelines Sub Brands Sub Brands Extended Family has an extended family, incorporating district societies, our Benevolent Society and other sub-groups. All of these sub-brands should be treated with the same consideration as the primary brand mark. One colour, black and vertical (stacked) versions like the master brand mark are available from the societies themselves or from the Chartered Accountants Ireland Communications Department. (i) Leinster Society (ii) Ulster Society (iii) Cork Society (iv) Midwest Society (v) Western Society (vi) North West Society (vii) London Society (viii) Young Professionals (ix) Benevolent Association (i) (v) (ii) (vi) (iii) (vii) (iv) (viii) (ix) 9

13 Colour Colour Primary Corporate Colour C:0 M:100 Y:20 K:40 Colour provides a strong visual link to the Chartered Accountants Ireland brand. The burgundy is to be reproduced in CMYK (full colour process) where possible. Pantone 208 Exception to the Rule The burgundy may be reproduced as Pantone 208cv in certain circumstances that require 1 printing plate only. Please note that only the 2d version of the brand mark can be reproduced in Pantone. (pg 6 fig ii) Colour Secondary Corporate Colours C:90 M:50 Y:0 K:0 There are 2 secondary corporate colours. The blue colour is generally to be used as a highlight colour or in the Banner. The stone colour provides a complimentary match to the burgundy. This colour can be used in large areas to add warmth. Pantone 660 C:0 M:0 Y:10 K:20 (Stone) Additional colours Additional colours may be added to the colour palette to help add some diversity and personality to the brand. Please consult with the Communications Department. 10

14 Brand Identity Guidelines Imagery Imagery Photography Style While introducing a new corporate identity, Chartered Accountants Ireland offers guidance as to the type of imagery appearing in our publications that might complement the new brand mark. The preferred images are people-based photography as it underlines our function as a representative organisation. The style is clean, bright and modern. The following give some examples of preferred style to suit different requirements. we re about you PEOPLE Corporate Members Education 11

15 Imagery Imagery Support Graphics All material should be branded with a narrow burgundy and blue banner. Please see specifications below. The blue bar should be the same width as the brand mark where possible. 12

16 Brand Identity Guidelines Imagery Imagery Support Graphics Here are some additional elements which we have added to the graphics palette. These devices will only be available to graphic designers. Abstract Arcs 2 over-lapping curved lines set at.3pt and.5pt. These lines can be moved and adjusted to suit most designs. Fig (i) Abstract Arcs Abstract Pathway This Photoshop layer file can used as an overlay to soften a cover layout; add interest to a backdrop or as a subtle watermark. Fig (i) Abstract Pathway 13

17 Typography Typography Corporate Typeface The Sans is a useful-yet-friendly, all-purpose contemporary sans-serif typeface. There is a large family available so there are plenty options to emphasise, differentiate and define your message. The preferred version for headings and body copy is The Sans Light (which is used throughout this guidelines). read me now The Sans ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz / ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz / ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz / * Special Emphasis For Pull-outs and headings Karmina may be used to add some character. Karmina ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz / Typography Support Typeface Our primary typeface is The Sans and should be used on all corporate material. However Arial has been chosen as a support typeface and should be used as an alternative when The Sans is not available. Arial ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz /

18 Brand Identity Guidelines Applications and Templates APPLICATIONS AND TEMPLATES BRINGING IT ALL TOGETHER 15

19 Applications and Templates Templates A4 (full page) Template We have pre-printed header sheets available for people wishing to create their own communications, allowing you to over-print on these sheets. All over-print template sheets are in A4 size. The banner design appears as a quarter page and half page image. Fig (i) A4 half page header Fig (ii) A4 quarter page header Microsoft Word Templates A version of these templates (with header graphic included) is also available in MS Word format. Please contact the Communications Department. 16

20 Brand Identity Guidelines Applications and Templates Application A4 Cover Application The cover designs below are a guide showing how all the brand elements should come together. All elements should work in harmony, enhancing the brand experience of the end-user. put our best foot forward Corporate Educational General 17

21 Applications and Templates Template Powerpoint For your presentation needs we have created a flexible powerpoint presentation template. This is available from the Communication Department. Template Letter Template for correct letter layout is available in Microsoft Word. (Title and continuation page) 18

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